INTERVIEW The Evolution of Microshift


We sit down with Microshift to discuss their pivot from a behind-the-scenes OEM partner to a consumer-facing brand and what their latest factory expansion means for the future.


Microshift factory


You rebranded in 2025. How has the company evolved from its OEM roots to where it is today? Microshift has always been, first and foremost, an engineering company. What has changed isn’t our philosophy, it’s our willingness to tell our own story. For many years, we built our reputation through OEM


partnerships, focusing on designing reliable, functional products rather than promoting ourselves. Today, we’re much more visible as a consumer brand because we recognise there’s a growing community of riders looking for an alternative. Riders want products that deliver the features they need, perform consistently, and remain affordable in a market where prices have steadily increased. The 2025 rebrand reflects that evolution. It gives us the opportunity to better communicate who we are and what


36 | August 2026


we’ve always stood for: designing drivetrain components that simply work. We believe high-quality transmission systems shouldn’t be reserved for premium price points. Our goal has always been to make dependable bike components accessible to more riders without compromising the riding experience. At our core, we remain what we’ve always been, a bike parts brand built for everyday riders.


What were the goals behind building your new 23,000 m² energy self-sufficient factory, and how will it improve development and logistics? The new factory represents much more than additional production capacity. Our objective was to build a smarter, more efficient manufacturing facility that supports our long- term vision for the company.


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